Reaching Insomniacs with Television PSAs: Poor Placement of Important Messages

Lancaster, Alyse R.; Lancaster, Kent M.

doi:10.1111/j.1745-6606.2002.tb00428.x

Cited by 12 publications

(9 citation statements)

References 20 publications

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“…Third, most of these studies have exhibited only small effects on behavior (Snyder & Hamilton, 2002). Finally, prior studies that have involved the use of televised PSAs for pregnancy prevention, HIV, and other sexually transmitted disease (STD) prevention have suffered from mistakes in campaign execution and lack of targeting (Flay & Sobel, 1983;Lancaster & Lancaster, 2002;Myhre & Flora, 2000).…”

Section: Mass Media Campaignsmentioning

confidence: 99%

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Effects of a Televised Two-City Safer Sex Mass Media Campaign Targeting High-Sensation-Seeking and Impulsive-Decision-Making Young Adults

et al. 2007

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This study evaluates the ability of a safer sex televised public service announcement (PSA) campaign to increase safer sexual behavior among at-risk young adults. Independent, monthly random samples of 100 individuals were surveyed in each city for 21 months as part of an interrupted-time-series design with a control community. The 3-month high-audience-saturation campaign took place in Lexington, KY, with Knoxville, TN, as a comparison city. Messages were especially designed and selected for the target audience (those above the median on a composite sensation-seeking/impulsive-decision-making scale). Data indicate high campaign exposure among the target audience, with 85%-96% reporting viewing one or more PSAs. Analyses indicate significant 5-month increases in condom use, condom-use self-efficacy, and behavioral intentions among the target group in the campaign city with no changes in the comparison city. The results suggest that a carefully targeted, intensive mass media campaign using televised PSAs can change safer sexual behaviors. Keywords mass media campaign; public service announcement; safer sex HIV prevention intervention research over the past 15 years has begun to show impressive results. A number of studies have shown delay of onset of sexual initiation (e.g., Coyle, Kirby, Marin, Gómez, & Gregorish, 2004), whereas other programs have led to significant increases in condom use in populations including heterosexually active individuals (see Johnson, Carey, Marsh, Levin, & Scott-Sheldon, 2003;Neumann et al., 2002, for reviews). However, most of these interventions have been implemented in small-group (e.g., Belza et al., 2001), school (e.g., Blake et al., 2003;Gallant & Maticka-Tyndale, 2004), or individuallevel clinical settings (e.g., Morrison-Beedy & Lewis, 2001). Mass media campaigns, such as televised public service announcement (PSA) campaigns, have recently been shown to be highly effective in changing a variety of behaviors (Hornik, 2002;Noar, 2006) 2001). For a number of reasons, however, the full potential of these types of media campaigns in the HIV prevention area has not yet been realized (Dejong, Wolf, & Austin, 2001;Myhre & Flora, 2000). In fact, campaigns focused on safer sexual behavior to date have tended to yield modest campaign effects (Snyder & Hamilton, 2002). Thus, we raise the following question: Can a televised PSA campaign based on formative research and sophisticated targeting principles change safer sexual beliefs and behaviors in at-risk young adults? The current study is a rigorous evaluation of a two-city, televised safer sex mass media campaign targeted toward increasing safer sex in young adults who are high sensation seekers and impulsive decision makers. HHS Public Access MASS MEDIA CAMPAIGNSAs noted by Randolph and Viswanath (2004), "Mass media campaigns to promote healthy behaviors and discourage unhealthy behaviors have become a major tool of public health practitioners in their efforts to improve the health of the public" (p. 419). Although the early h...

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Section: Mass Media Campaignsmentioning

confidence: 99%

“…Second, much of the research to date on such campaigns has involved radio (not television), and evaluations have not been rigorously controlled studies (see Myhre & Flora, 2000). Third, most of these studies have exhibited only small effects on behavior (Snyder & Hamilton, 2002 (Flay & Sobel, 1983;Lancaster & Lancaster, 2002;Myhre & Flora, 2000). …”

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confidence: 99%

Effects of a Televised Two-City Safer Sex Mass Media Campaign Targeting High-Sensation-Seeking and Impulsive-Decision-Making Young Adults

et al. 2007

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“…Some broadcasters claim to run a large number of commercials in support of specific campaigns, but the spots tend to appear in late night or other fringe periods. Under even the best PSA schedules with the greatest number of spots, a review found the commercials reaching a small percentage of total households (Lancaster and Lancaster, 2002), and even this small audience might not have been the people desired for the campaigns. If no one sees the message, there exist serious doubts as to whether most of these campaigns possess hope of accomplishing anything, meaning that their only``value'' is to the people producing them.…”

mentioning

confidence: 99%

Misplaced marketing The social harm of public service advertising

Rotfeld

2002

Journal of Consumer Marketing

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The power of advertising is presumed and people behind most public service advertising campaigns see advertising itself as the solution. An advertising campaign that aims to serve a social goal faces many pragmatic obstacles. Advertising professionals contribute to this problem. Just because advertising sometimes can help generate consumer interest in specific brand names does not also mean that every advertised effort will get people to make significant changes in their behavior. The Advertising Council, “dedicated to using the great resources of the advertising industry” to serve the public interest is the largest producer of public service mass communications, campaigns in the USA. Free public service work from anyone is admirable and the Advertising Council’s dedication to public service is a wonderful credit to business groups supporting it. In other countries that lack the traditions of the US Advertising Council, the advertising‐based campaigns draw on government tax funds or limited resources of a public group.

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“…The literature reviewed in this chapter would seem to be most important for current and future work of PSAs and public communication campaigns in the specific areas of health and social issues (Kareklas et al, 2015;Mahoney, 2010;Lancaster & Lancaster, 2002;Lynn, 1974;Van Stee et al, 2012). For example, most of the earlier studies conducted were in specific areas of PSAs, such as HIV/AIDS prevention, anti-drugs, smoking and suicide prevention.…”

Section: Resultsmentioning

confidence: 99%

“…It is also agreed by Chan & Chang (2013) that PSAs are an important and persuasive way of disseminating information to people on public issues or government's programmes. Furthermore, PSAs have been consistently used around the world to inform and educate the public on social or health issues (Kareklas et al, 2015;Mahoney, 2010;Lancaster & Lancaster, 2002;Lynn, 1974;Van Stee et al, 2012) to help people improve their safety and welfare (Chan & Chang, 2013), and to reinforce community standards by discouraging improper behaviours that invoke public displeasure (Nabi, 2015 & Chang, 2013;Harakeh, Engels, Vohs, van Baaren, & Sargent, 2010;Kareklas et al, 2015;Mahoney, 2010 ;Van Stee et al, 2012).…”

Section: What Is a Public Service Announcements (Psa)?mentioning

confidence: 99%

Framing in strategic communications: The construction of ‘National Unity’ through Public Service Announcements (PSAs) in Malaysia

Tajuddin¹,

Amalina²

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This thesis investigates the construction of 'national unity' within the culturally diverse society of Malaysia. Specifically, it aims not only to understand how 'national unity' is constructed by the ruling elites but also how these dominant frames are contested and negotiated by people of different ethnic groups. Indeed, the issue of 'national unity' in Malaysia is controversial and complex. The country faces ongoing challenges, many related to the divisive legacies of the British colonial system; its recent history has been marked by struggles around questions of ethnicity, nationalism, elite power, and the status accorded to ethnic Malays -the Bumiputera, or 'People of the Soil' -post-independence. On the other hand, the country is well-known for its cultural heterogeneity and Drawing on framing as the theoretical and methodological framework for this research, the objectives of this study are firstly, to examine how 'national unity' is constructed through these PSAs, and secondly, to explore the intended audiences' perceptions of those PSAs and the frames underpinning these perceptions. To achieve these outcomes, the research develops a framing analysis of a 102-item sample of PSAs in the form of print, broadcast, and online media promoting 'national unity' and social cohesion, published by the Malaysian government between 2009 and 2014. The results of a series of six focus groups representing the three major ethnic groups in Malaysia -Malays, Chinese, and Indian -are also analysed, using a framing approach. The findings suggest that multiple, often conflicting frames are involved in making sense of 'national unity'; contested narratives of nationhood and ethnic identity are identified as central themes in the analysis. In specific, the Government's construction of 'national unity' discovered two dominate: nationalism frame and multiculturalism frames, while audience's construction of 'national contested ii these frames at times and added a different, oppositional frame: political frame. These findings reinforce the importance of understanding processes of strategic communication in complex, multicultural contexts, involving multiple actors with competing ways of framing the issue. Indeed, the possibility of genuine social cohesion relies on understanding and addressing this very complexity.iii

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Reaching Insomniacs with Television PSAs: Poor Placement of Important Messages

Cited by 12 publications

References 20 publications

Effects of a Televised Two-City Safer Sex Mass Media Campaign Targeting High-Sensation-Seeking and Impulsive-Decision-Making Young Adults

Effects of a Televised Two-City Safer Sex Mass Media Campaign Targeting High-Sensation-Seeking and Impulsive-Decision-Making Young Adults

Misplaced marketing The social harm of public service advertising

Framing in strategic communications: The construction of ‘National Unity’ through Public Service Announcements (PSAs) in Malaysia

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